T H E
I N D U S T R Y ’ S
N O . 1
B U S I N E S S
G U I D E
JUL/AUG/SEP 2013 ISSUE 7
LEARN ABOUT LINKEDIN ADVERTISING ADVICE
CAMPING & GLAMPING
BE PROFESS ONAL +
WIN!
A TRAINING COURSE IN HOT STONES, PLUS A VULSINI I BAG
TEN TOP TIPS ON SEARCH ENGINE OPTIMISATION
cam expo
See all the big names at camexpo 2013 Busy, informative, invigorating, and enjoyable – that’s the verdict from last year’s show and now HTM readers can enjoy the camexpo experience for themselves this 5-6 October, at London’s Earls Court, with an exclusive £6.50 entry ticket!
5-6 October 2013 Earls Court | London
The UK’s only dedicated holistic event Join thousands of professional practitioners, therapists and students for the UK’s most established industry event.
New for 2013: NEW! Suppliers: Meet face to face with companies never seen at camexpo before NEW! New products: Vote for your favourite new product in the New Product Showcase NEW! Industry speakers: New faces join the line-up of first class industry practitioners NEW! Trends: Discover up and coming trends, new modalities and product innovation NEW! Allergy @camexpo: Companies dedicated to combating allergies naturally
Over
200
exhibitors Over 100 education sessions CPD points available at all seminars & workshops
SAVE £13.50 register online at
www.camexpo.co.uk/register and quote promo’ code camx789 for your £6.50 ticket
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n essential diary date for the UK’s complementary healthcare community, camexpo’s unrivalled lineup includes over 200 top natural healthcare suppliers, associations and training providers, plus over 100 CPD-accredited seminars, workshops and demos from some of the CAM industry’s leading subject specialists. Exclusive show-only promotions Big name exhibitors – showcasing everything from VMS and natural beauty to essential clinical services and supplies – include industry favourites like BioCare, The Nutri Centre, A.Vogel, Green People, Ayurveda Pura, Eterno Naturals, Solgar Vitamins, BioMedica Nutraceutials, Tiana Fairtrade Organics; Kinetic Natural Products Distributor, Holistic Insurance Services, Myofascial Release UK, Rio Trading Company, Wildflower Essences, Expectancy, Algeos UK, Cress UK, Bio-Kult, and SlendierSlim creators – D'Lite Food Europe.
Penelope Quest
Antony Haynes
All the latest industry developments Your £6.50 ticket also includes entry to 22 worldclass Keynotes, including sessions by Antony Haynes, Dr Marilyn Glenville, Medicinal Chef Dale Pinnock, Dr Jane Buckle, Naturopath Andrea Jacobs, renowned Reiki Master Penelope Quest, CAM Coach Mark Shields, and Patrick Holford. Whilst camexpo’s popular Taster Workshop programme (priced at £18.50 each) provides 48 different ways to expand your business into new therapies and techniques.
To find out more and to register, visit www.camexpo.co.uk and use promo code camx789 before 4th October.
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For Your Business 9 10 12 13
14 15 16 18
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A World of Words Book reviews & recommendations Industry News & Diary Dates What’s happening this season? Jayney’s Letter Reclaim ‘you’ at mini-retreats Dr Hopwood’s Soapbox Stephen Hopwood discusses the epidemic of autism over measles Rise up in the Rankings Ten top tips on SEO A Foot Up the LinkedIn Ladder Jane Sheehan News Link-up JP’s business benefits of LinkedIn Client Advice Boost your business with supplement know-how The Problem with Products Rosanna Kalliabetsos provides an exposing article to the world of product advertising LJ’s Journal Louise shares how you can best advertise yourself Advertise in the Window of the Web Mark Shields advises on advertising online
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24 Flyers on the Wall Advertising & marketing advice for your flyers 26 Marketing on a Shoestring Rachel Fairweather’s expert marketing tips 29 A Helping Hand Open your arms out to working with others 30 Career Options Take your work to the workplace with words from Joannah Metcalfe 31 Rosemary’s Reiki A degree of common sense given by Rosemary Pharo 32 Professionalism David Balen provides his expert advice on how we can be more professional 34 Competition Win a course in hot stones and a Vulsini I bag 37 It’s on the Cards Make taking card payments easier for you and your clients 38 Mind CALM The modern-day meditation technique that gives you peace with mind 61 Buyer’s Guide Products chosen by the editor
50
You and Your Health 40 Summertime Change Change your summertime diet with Karen Watkins’ nutritional advice 41 Not Naughty, Just Nice Summer desserts with Charlotte Palmer 42 The Pure Package A product review with Oreke 44 On the Homefield Grange Jan Lee visits and reviews the spa 50 Carrying on Camping with the Family Tips for your first camping trip 51 Retail Therapy Glamping accessories with Jac Lambert 52 Sustain your Fashion Scoop the latest trends of sustainable summer fashion with Sean Azeez 54 Make-up Therapy Make-up Essentials with Emily-Rose 55 Reviews with Vix Stripped Bare 62 Facial Reflexology Kate McIntyre reviews a reflexology treatment 63 Editor Fix: Just Be! 64 Editor Six: Marcus Clarke 66 Editor Pix: Professional Judges
HOLISTIC THERAPIST 2013
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EDITOR’S LETTER Managing Director Jayson Firmager jay@holistictherapistmagazine.com Art Director Richard Hejsak richard@holistictherapistmagazine.com Managing Editor Jordan Martin jordan@holistictherapistmagazine.com Editorial Assistant Eleanor Jones editorial@holistictherapistmagazine.com Sales Team +44 (0) 208 668 5423 sales@holistictherapistmagazine.com
Dear therapist, Woohoo! Jump for joy at the thought of this beautiful season… It’s summertime! I love the unpredictable nature of the British weather… the anticipation of sunshine is always accompanied by the same warmth in the smiles of people passing by. There is a unique vibrancy and soulfulness in the air and this positive energy is shared with the clouded skies of silver, because we all know that the sun will show itself soon enough. … And what better way to enjoy the random showers of sunshine than camping with your family (page 50). It is the perfect opportunity to visit a day spa or a retreat, and revitalise your body, mind, heart and soul… check out our great reviews this issue: Jan heads to the Homefield Grange (page 44), Yvonne visits Deer Lake Lodge (page 63), and Kate reviews facial reflexology (page 62). We have plenty more for you and your health as always. …But as you all know, Holistic Therapist Magazine is the industry’s number one business guide, and so we have heaps of advice and tips for you to continue to flourish in your business, and reinforce the industry as a whole, so that together we can share the benefits of holistic therapies and lifestyles!
Photographer/Hair/MUA: TinaNikolovski.com Model: Natalie Held HolisticTherapistMagazine.com Twitter.com/HolisticTMag facebook.com/HolisticTMag Proud supporter of Breakthrough Breast Cancer GO PINK. RAISE MONEY. SAVE LIVES. Breakthrough.org.uk
We revisit advertising with an article on writing effective flyers (page 24), as well as offering some words of wisdom from Louise Jensen (page 22) and Mark Shields (page 23). From advertising advice, we head to Marketing on a Shoestring, expertly written by Rachel Fairweather (page 26). Jonathan Pollinger sheds more light on the world of social-networking, focusing this issue on the business website, LinkedIn (page 16)... And one of my favorite news pieces this issue has to be that written by Doctor Stephen Hopwood (page 13). Enjoy journeying through this issue of HTM, and remember I am just an email away on Jordan@holistictherapistmagazine.com. So if you have a product or book you’d like us to review, or an interesting story or case study please do contact me.
Warmth and love this season
Holistic Therapist Magazine, in memory of Pat and Bill Firmager.
HolisticTherapistMagazine.com
CT OB ER
With a special thank you to Jan Firmager
MANAGING EDITOR
NE XT OU ISS TI UE NO
Holistic Therapist Magazine is published quarterly (four times per annum) by Media Edge London Ltd. No part of Holistic Therapist Magazine may be reproduced, stored in a retrieval system or transmitted to any form without permission. Views expressed in the magazine are not necessarily those of Media Edge London Ltd. During printing, images may be subject to a 15% variation, © Copyright belongs to Media Edge London Ltd. All rights reserved. Please either keep this magazine for future reference, pass it on for somebody else to read, or recycle.
Jordan x
C sp PD ec , M ia o l, tiv pl at us io gi n, fts B & usin se es as s on ca gr se ee st tin ud gs y .
Printed by leading independent printer, Headley Brothers: headley.co.uk
NEW!
BUSINESS | BOOK REVIEW
A WORLD OF WORDS
HTM are thoroughly enjoying the new book review section of the magazine, here are a few more reviews and recommendations…
Calming Colic
A newly published book, ‘Calming Colic - How to Help the 10 Causes of Colic’ by osteopath and naturopath Christian Bates, contradicts the thinking on the NHS website which says that, ‘...the causes of colic are unknown and that there is no cure’. This book is lovely to look at, and is clearly expertly written. The content is research-supported and is a must-have for any parents of babies – including our very own Vicky Killick, who is expecting her little girl in September, and is preparing for a part of motherhood by reading Calming Colic. Any parent would be aware of the challenge of getting their baby to sleep peacefully, and the most useful aspect of this book is that it recognises colic as a symptom of another problem.
Pelvic Power
This book is amazing, and the author Eric Franklin shatters our preconceptions of the often-taboo subject ‘the pelvic floor’, as well as quashing the assumption that only females need to focus on the exercises required to maintain the body through holistic movement. This shows how we can strengthen, flex, and balance our pelvic floors, leading to positive changes in the body and our posture. A fantastic book for fitness professionals, holistic professionals, and for anyone who wants to improve their understanding of their body.
Bowen Unravelled
Julian Baker delivers a wonderful revised version of this enlightening text. He reveals fascinating facts about the human body, and how the Bowen Technique can be used correctly by health professionals, and body workers. The illustrations are clear and useful, and the photography intriguing. The best thing about this book is that it stands as a statement that the Bowen Technique’s effectiveness is due to the subtle approach to fascia and connective tissue. Julian writes with an authoritative, yet warm tone, making this book a pleasure to learn from.
: DS REA E L e KIND rook
by B Yoga Kirk a h t 1) Ha , Martin o i Tur Boon iel D n a D and by mist lche A e h oelho 2) T lo C Pau r himp octo he C by D x 3) T o d Para Peters ve e t S
Words of Wisdom: Read to learn and to question, not to imitate or criticize.
Do you have a recommendation? Perhaps you’d like to write a review for next issue? Or maybe you are an author and would like us to review your book? Email the editor: Jordan@holistictherapistmagazine.com
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BUSINESS | NEWS & DATES
ith
THE NOVA FESTIVAL Recently we have witnessed the rise of the ‘Big festival’, boasting numerous stages and acts and eateries and sponsors and affiliates and merchandise and…well you get the picture. However, for many of us the festival experience is not necessarily about what bands we saw, what celebrities we spotted, or what sponsored beer tent we got drunk in! For the festival purists, that is, those who go for the cultural experience, The NOVA Festival offers what many big festivals overlook. Situated in the gardens of a West Sussex estate at Bignor Park, amidst the tranquil hills, you will find an
intimate gathering of creative party people, juxtaposed by a variety of independent culinary delights (including cheese toasties to die for!). The highlight is the hidden forest village of holistic treatments, including; Spas & Hot Tubs, Meditation, Bee & Honey, Massage & Aromatherapy, as well as discussion tents & children’s activities. The NOVA offers the authentic festival experience and courtesy of the British weather last year, it even had the trademark mud! Adam Daniels-Brown
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of Spa R Utopia etreat
I am de ligh overnigh ted to win a lux ury ts House a tay for two at A lexande s it look r s like an place – ama jus quality re t per fect for som zing e la for me a xation and reju venation nd my m u HTM! A ndrea G m… Thank you randson
STICK TO THE SCRIPT…
ALDERLEY EDGE 30 NOV - 01 DEC Festival Hal l, Talbot Road, Alder ley Edge, SK9 7HR 10.00am-5.0 0pm. As you enter this beautiful Art Dec building, with o its architectural symmetry you will imm ediately feel the life force and fun this
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building has housed. Tickets Entrance is £ 3 (concessions ), £3.50 (full) on the door. Free Raffles , Free Parking To pre-book appointments for the event, please call 07828 187 468
La Cure have partnered with Affable Therapy to create three innovative promotional films that introduce therapists to the benefits of high quality training courses and the lasting results that can be achieved with La Cure’s professional Dead Sea mineral products. To celebrate the launch, all orders over £50 placed
between the 1st July to 31st August will also receive a free 1 GB USB memory stick containing the promotional films and La Cure product information with lots of free space for salon business use. View the films on shoplacure.co.uk
holistictherapistmagazine.com
BUSINESS | NEWS & DATES
READER OFFER: CAMEXPO FOR JUST £6.50!
Returning to London’s Earls Court later this year on 5-6 October, camexpo – the UK’s only dedicated professional holistic event – is an essential diary date for complementary health practitioners looking to stay up-to-date with all the latest research and product developments for their clients. Holistic Therapist Magazine readers have the opportunity to attend for just £6.50 – saving £13.50! Register online at camexpo.co.uk/register and quote priority code camx434. First time exhibitors, confirmed to date, include leading names like Solgar Vitamins, Supplete (AOR Canada’s sole European distributor), practitioneronly supplier – BioMedica Nutraceutials, Cambridge Nutritional Sciences, Nucleotide Nutrition, and Apples & Pears. Aside from the wealth of new products and equipment innovations on show, another key draw is the exceptional CPD-accredited education
Get Out & About this Season Put these summertime dates in your diary
JULY
SEPTEMBER
Hatha Yoga Every Monday from 1st 29th July 7:30pm - 8:30pm Methodist Church Hall, Musters Road, West Bridgford £7 serenity-yoga.org.uk
Dreamwork Healing Sunday 1st September 10:30am – 5:30pm Bronze Dragon Training Centre, York, Y031 £95 bronze-dragon.com
Healing Exchange Every Monday from 15th 29th July 8:00pm - 9:30pm 21 Is Y Llan, Llanddarog, SA32 8NX Free 07977 100 042
AUGUST programme – including over 100 seminars, workshops and demos – packed full of inspirational content from some of the CAM industry’s leading subject specialists. Confirmed Keynote speakers for 2013 include Antony Haynes, Dr Natasha Campbell-McBride, Dr Marilyn Glenville, Dr Jane Buckle and leading nutritionist Patrick Holford and many, many more. Register online now for your reduced ticket price – visit camexpo.co.uk/register and use code camx434 for your £6.50 entry!
Holistic Training Courses Luna Holistics, Surrey £199 onlinehomestudies.com Meditation Class Every Thursday from 1st – 29th August Lifestyle Fitness, Staffordshire, ST4 2NA £3 home-holistics.com Tim Freke Monday 19th August 7.00pm - 10.00pm The Cumberland Hotel, Bournmouth £16 Claire Quartel: 01929552771 visionquesyevents.co.uk
Spiritual Event Sunday 1st September 10:30am – 5:30pm Grand Hotel, Broad Street, Bristol, BS1 2EL £2 starnation.co.uk Baby & Toddler Reflexology Demo Every Monday from 2nd – 30th September 10:30am – 11:30am 9 Dukes Road, Ampthill, Bedfordshire, MK45 2TB £5 facebook.com/ GemmasHolistics
CON
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com ECT wi t / com HolisticT h us on /Hol f istic Mag an acebook few d T m . M Twit o a m g via o ur w ents to j . Also, ta ter. o e ke in bs expe r tise ite, so y the foru a ou c m, and othe experie an sha re r the nce rapis with ts
01929552771 holistictherapistmagazine.com
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BUSINESS |LJ’S PUBLIC JOURNAL RELATIONS & MARKETING
ADVERTISE YOURSELF Louise Jensen continues sharing her journey through business, and this issue she speaks about the realisation of having to advertise herself as opposed to the conventional method of advertising her business
W
or embarrassing myself in complex. There has to be HEN I became a therapist some other unspeakable trust, an energy balance, thirteen years ago, I set a budget way. From the first talk, I and a real rapport before and advertised anywhere and realised that people who the treatment even starts. everywhere I could. My leaflets contained attend such events are The client is more likely explanations of the therapies I practised genuinely interested in to see improvements and listed the many potential health what they are going to hear in whatever condition benefits of booking an appointment with I’ve learnt about, and didn’t come they present with if me. I was informative, professional and to love giving talks along to judge or laugh. they have faith in structured and I thought this was enough. Recognising this removed the person treating It turns out it wasn’t even close. a lot of my fear. Although them, and thus will be willing Advertising holistic therapies can require to recommend them afterwards. a slightly different approach than other I am not an ultra confident public speaker, I am extremely passionate and How then can you get across your businesses. Predominantly, you are not only knowledgeable about my subject matter, personality on an advert? I concluded advertising what you do, but who you are. In and enjoy engaging with my audience. that I couldn’t, and expanded addition to selling se Taking opportunities to connect with people my approach several years ago. your services you experti Advertise your by giving talks The best advertisement for me are, to an extent, on a personal level has seen my business is, well, ‘me’, and it was time to selling yourself. increase. Word of mouth recommendations start networking. Rather than If you want your have also grown, not necessarily always being a ‘Kinesiologist’ etc. and windows cleaned through previous clients, but people who have promoting my business it was time for example, it met me and as a result feel they know me. ■ to present me, Louise Jensen. would be important Revealing myself, and not hiding that you sourced If you fancy trying this then I recommend: behind my therapies was massively someone to do scary and hugely liberating all a decent job at a 1) Google a list of your local networking at the same time. Previously, if competitive price. A groups. Often you have to pay I did not attract as many clients window cleaner could to join, but most will let you try as I would have liked, I told do a large leaflet drop your first meeting for free. myself that my therapy wasn’t and local advertising 2) Many groups are glad of speakers. WI right for everyone. By stripping and probably gain a groups, yoga classes and gyms/spas can away my labels, (the words that I few new customers be good places to start. Attend advertised thought defined me), I was initially each time. talks and speak to the organisers. worried I would feel a personal When choosing 3) Local radio stations are a great platform rejection if business didn’t improve, a therapist, and like to regularly feature local people. or, worse still, plummeted. however, the 4) There are numerous spiritual fairs around The first time I offered to do a practitioner is just as, if not more, important the country. Even if you don’t do a talk talk to a local group covering who I am and than the specific therapy. There can be or have a stand, it’s an easy way to what I do, I was so far out of my comfort fifty practitioners in the same town offering connect with local, like-minded people. zone that I couldn’t even see it. I felt totally holistic therapies, but not all of these 5) Digitally network - spend a few exposed and vulnerable, but amazingly I got practitioners will feel right for the client. minutes a day raising your profile. through the hour without fainting, vomiting The client-therapist relationship can be
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BUSINESS | MARK’S ADVERTISING ONLINE
ADVERTISE IN THE WINDOW OF THE WEB Mark Shields believes the “Holy Grail” of marketing your practice to the out side world, is your website; read on for his helpful tips
95% OF MY CLIENTS FOUND ME ON LINE
www.
branding, but I modeled the look and feel of the site in question, the colors, and size of the site, and most importantly the capability of the site. For example, having the capability to host video downloads, and streaming YouTube, and other media functions. A very important factor for me was the ability to edit the site myself at any time, so that I could keep abreast of changes to my business, without having to wait for a web designer to do the changes for me, and obviously charge me more money for the pleasure. KEY WEBSITE PHARASES
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N my opinion your website is the single most important marketing and advertising vehicle you have for your business. In fact, I would go as far as saying it is the single most important part of your business. And so if you don’t get it right, it could be the difference between success and failure.
What does your website mean to you and perspective clients?
• • •
It embraces and shows to the world your business vision, philosophy, ethos, and values. It is a true representation of who you are and what you provide to potential clients all over the world. It is your main advertising vehicle, with 90% of people now admitting their preferred search and buy tool is the worldwide web.
Mark’s Modeling Tip 1 No matter how small your business is, if you want to see clients and make money, it is wrong to think that you don’t need a website.
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Don’t be put off by the fact you don’t understand anything about setting up a website. You may think that ‘this can wait until later’… It can’t! Avoid procrastination, and do it now! A good website will be the difference between you succeeding and failing… I have been on national TV, had my own BBC radio monthly expert slot, written monthly columns for five magazines, and still 95% of my clients find me through my website: lifepractice.co.uk. How do I set up my Website? Some companies offer great packages, specifically for practitioners at affordable prices. A useful example and company to view would be webhealer.net. They take away the pain, especially if you’re a bit of a technophobe, and have little or no confidence in, or knowledge about websites.
Marks Modeling Tip 2 When I set up my first website myself, I toured the Internet looking for a site that I really liked, and I modeled it. Obviously, you can’t plagiarise words or
1) E-mail Address - Your personal web address used for communicating online. 2) Domain Name - Your website address and identification 3) Website Host - A web hosting service is a type of Internet service that allows individuals to make their website accessible via the internet. Web hosts are companies that provide space on a server owned or leased for use by clients 4) Keywords - Words used on websites to attract users to a particular website or service. 5) SEO - Stands for Search Engine Optimisation, which is the process to exposing your website to as many potential clients as possible. 6) Google Ad Words - A method to run proactive marketing campaigns on Google, by sponsoring certain keywords and agreeing to pay a certain amount of money per click for every potential client that views your website. Don’t be afraid! Get on the case now, and begin advertising your practice through your own website. Remember 90% of potential clients will look for you online… If you’re not there, then how can they find you? ■
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BUSINESS | ADVERTISING & MARKETING
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BUSINESS | ADVERTISING & MARKETING
What is your subject type? Make it absolutely clear what it is you do, and what field of the holistic or health industry you work in. People do not like to be confused with cryptic or too-clever phrases that do not get to the point. You can still be interesting, but ensure clarity. The flyer may not suit the recipient, but if it is clear what you do, it is likely they will pass it on to somebody they know would be interested in booking an appointment.
Whom are you aiming your flyer at? Ensure you cater your flyer for your audience; if you work with children only, then write for their parents; if you do body work and specialise in sport injury, then target your flyer to athletes, or sport enthusiasts. Target key areas with your flyers… so if you are a small business operating from home, mobile or in a small-town or village set-up, then you can easily post your flyers through the door of people who live in close proximity to your business. Most people do glance at letterbox mail, and it is within this brief glance that you need to capture their attention. If you live in an interactive community then you can ask your local schools if you can include your flyer in the children’s book bags, this then reaches their parents. You can also ask local businesses to have your flyers next to the cash register in their store, or even better, if they can put a flyer in each bag with purchase. Think about your audience, and where they would shop before approaching owners or managers. And remember the more appealing your flyer is visually, content-wise, and with offers, than the more likely people will share them on your behalf. Remember, you do also have the option to send your flyers out as direct mail, and this is great if you have an existing database of clients, as you can personally address the promotional material on an envelope, perhaps offering an incentive on the flyer.
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It is always difficult to measure your return on your marketing, but you can include an offer on the flyer, with an expiry date. You could offer a discount, or free consultation, or free gift with a treatment booking before the date shown. This will encourage a direct response from those you have targeted, meaning you will be able to assess the ratio of business from the amount of flyers handed out. You may want to add the expiry date neatly with pen, or with a branded sticker – so that you can benefit from a less-expensive, larger print run… basically meaning you can use the flyers for future marketing without being restricted by a printed date.
What is the purpose of your flyer? This may sound simple, but keep the purpose your focus, as well as your audience when writing your flyer. So if you want to give a summer offer, do not mention your Christmas gift offer. If your purpose is simply to raise awareness, then make your prime focus providing clear, concise information about your services, location and maybe offer a first visit discount… but ensure you highlight your website address, and encourage them to visit.
What words will you use? And how? Avoid sales speech, as it is not necessarily the most effective way to attract people to your flyer, as it can be intimidating, and more importantly comes across insincere. It is wise to include persuasive language features, and write concisely, and for your target audience, for example, if you are a yoga teacher specialising in pregnancies, you are going to really want to direct your text towards mothers-to-be. Speak directly to your chosen target audience; using ‘we’ or ‘you’, so when they read the flyer, they feel that the message is personal. Use alliteration,
and/or assonance allowing the flyer to read with flow. For example, ‘summer special’ or ‘treating yourself to better health’. Do not use complicated words or too much specialised jargon, you can still write from an expert angle, without intimidating your audience. Include intensifers, such as, ‘very’ to add a special touch to your information.
What image really captures your message? A beautiful, crisp, bright image can be eyecatching enough to avoid the flyer heading to the bin. Less is more! Do not clutter your flyer with too many images – it can be distracting, and the images can portray conflicting messages. Choose an image that suits the offer, or that reflects your brand message. You can also include your logo – perhaps on one side of the flyer, with the main text. Ensure your image is large in size, and of a good resolution to ensure the best quality printing results.
How will you design and layout your flyer? Do you want a single-sided flyer? Or double? Will it be colour? Or black and white? Whilst colour will be slightly more expensive, it is effective. Many online print companies guide you through the design template process. Try Good-Print, Vista, or Asda. Structure your flyer with elegance, and include bullet points, varied font styles, types and colours for visual stimulation and to emphasise certain words i.e. contact details. One last note; check your spelling, and contact details before printing! And remember, you can use the same flyer design for online marketing, by including hyperlinks to your website and social networks. This keeps your marketing consistent and also increases your reach… helping you towards becoming a holistic high flyer.
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BUSINESS | PROFESSIONALISM
Professiona ism David Balen provides his expert advice on how we can be more professional
A
s some of you may know, I am an Insurance Broker and Financial Advisor. I have seen over the years a variety of course curricula, codes of ethics and conduct, and spoken to hundreds of therapists, teachers and administrators in the course of my profession. I have also observed various types of situations, claims and incidents reported in the day-to-day operations of our many schemes. In my capacity as a lecturer on practice management and insurance issues for therapists, I see various students and qualified therapists and have to answer their many questions and listen to their concerns. From all of these observations and experiences I would like to distil a few basic ideas and suggestions that underscore professionalism, and which I hope will be helpful and worthy of your further consideration or reassessment:
1
Develop a professional ethos and standards, so that it is part of your everyday culture. Your patients deserve the best advice, information and care that you can provide. They need to have confidence in you, to trust you and have peace of mind that they are in good hands. Professional rigour should
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combine with the more intangible, intuitive, and caring qualities that often distinguish much of what is best in complementary and alternative medicine delivery. There is an (energetic) exchange that is definitely therapeutic, but indefinable: this can be lost or substituted by too much information giving or remoteness in the therapeutic relationship. Complaints often arise when good quality communication, kindness, listening and empathy are absent or perceived to be absent.
2
Clients will know pretty soon if they have confidence and trust in you, with the peace of mind that they are in good hands, but it is important to know how the Law underpins your relationship.
3 4
Be aware of first impressions, and how you come across; you don’t need to oversell yourself or your therapy. Be polite; treat patients with respect and consideration.
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BUSINESS | PROFESSIONALISM
5
Acceptance and compassion are ideals to strive towards, not always easy in a busy practice.
subjective statements or opinions, making your observations factual (“the patient said, not the patient seemed” etc.).
6
D.
Maintain good boundaries combined with appropriate TLC. It is better not to get too intimate or familiar as a general rule with your patients. It may not be helpful to them and it renders you vulnerable to complaint later on.
7
Ensure that if they come to you for one type of therapy, that you explain and get their permission to employ another therapy that you practise. Record this in your notes.
8
Understand and match reasonable expectations of patients with treatment outcomes. Manage those expectations throughout the process.
9
Have good, clear information patient leaflets to help manage things pretreatment, and reinforce your message. Record details of written information supplied to patients in your notes.
10
Records: Without adequate records, defending an allegation can become impossible.
A.
Keep legible, copious and clear patient notes for at least ten years, although I usually recommend that therapists keep them indefinitely. In the case of treating children, notes should be kept for a minimum of 21 years, and for seriously injured or disabled patients who come to you for treatment, maintain indefinitely;
B.
Use black ink as other colours do not copy as well. If you make an error, cross it out, write the word ‘error’, and initial and date it. Make sure that a complete stranger could pick up your notes and be able to understand what you did or said, and why you did or said it, so that there is an audit trail of the therapeutic encounter and process;
C.
You need to tell the story, recording your conclusions, diagnoses and prognoses, but avoid
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Make sure you get informed consent about procedures, particularly when using touch for an examination of the body and especially for erogenous zones -note this on the patient record. We have just recently learned of a client being complained about 16 years after the treatment- fortunately he had kept the notes with the clients consent form signed.
E.
Best not to blame anyone or anything in the notes... It could be embarrassing if made public.
F.
Good notes = good defence in Court; inadequate notes = inadequate defence.
BE AWARE OF FIRST IMPRESSIONS
11
Confidentiality is essential; take note of the Data Protection Act and your requirements with regards to keeping your patient notes safe. You may need to register with the Information Commission.
12
Try not to allow your financial situation and need for patients or income impinge on the relationship or advice you give; Avoid criticising other therapists or the advice they have givendisagreeing is not the same as criticising;
15
Be prepared to refer to/work with other disciplines, therapists or specialists for the benefit of the patient with respect. Be humble enough to know and accept your current limitations.
16
Remember you have a common law duty of care in the practice of your profession. This is externally assessed according to guidelines of what could be reasonably expected, given your training, experience and professional standing;
17
Your practice needs to be a reflective zone for people to deal with physical, emotional, mental and possibly spiritual issues — they need to be able to trust the relationship and the space it takes place in. Exploring some of the material and research on mind/ body/energy medicine may be interesting and helpful here, as well as developing your understanding of psychology, counselling and how your clients learn new information. Some of the new thinking about randomised controlled trials as not being “the gold standard” is worth exploring.
18
If a patient is unhappy with the treatment or advice and complains, a careless or thoughtless remark previously made, even in a half-joking manner, may carry an emotional charge, which sticks in their memory. This may have more impact on them than the many helpful treatments you may have given. Consider how you use silence either positively or negatively, as well as inappropriate communication. Reflect on your communication styles: listening (active) or hearing (passive)’? There is so much one could say about communication issues!
13
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14
20
Learn, develop or use listening and observing skills and take time to come to your opinion if you need it; don’t be afraid of admitting you don’t know something; clients value honesty. Let patients know that they have been heard; give them time (a frequent complaint against mainstream professionals); try not to keep clients waiting by over-running with the previous one- if sustained it can provoke complaints;
Consider risk management — how to increase quality and reduce risk. Clinical audit. Reflective practice. Continuing professional development. To be viewed as a positive way of improving delivery of care to patient/clients rather than an onerous and costly burden. Knowledge and the gathering of experience is an ongoing process.
HOLISTIC THERAPIST 2013
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Remember all subscribers also have the added benefit of signing up to the HTM insurance policy, to ensure complete practising peace of mind. Gift offer closes: December 30th 2013. The free gift is subject to availability, and the image shown is just one title available; this offer limited to UK addresses only. *Holistic Therapist Magazine is a free industry publication, however there is an online charge for subscription, which covers the cost of post, packaging and people power. Please read our Terms & Policies on our website prior to purchase. If you do not have access to the Internet, then you can arrange your subscription via telephone by calling 0208 668 5423. holistictherapistmagazine.com
BUSINESS | PRODUCT FEATURE
IT’S ON THE CARDS Read on to find out how giving your clients the option to pay by card can help your small or medium business
Use with your existing mobile device
G
ETTING paid has been a longstanding issue for many small businesses: clients don’t always have cash on them; cheques are less-and-less used, and due to be phased out in a few years. Having the ability to accept cards would be the natural solution for most small to medium enterprises. Traditional card machines are not flexible enough, they are cumbersome, not to mention expensive, having costly long-term contracts and high fixed fees. Payleven is a young British payments company, and has recently come out with the world’s first mobile Chip and PIN device. The intelligent technology works through a small, pocket-sized Chip & PIN reader, which connects via Bluetooth to an Application on either your Apple device, or your Android Smartphone or tablet. This converts your phone or tablet into a fully mobile debit and credit card Chip & PIN solution. It holds the same stringent security standards as a traditional card terminal, but at a fraction of the cost. It is truly mobile and will let you take payments anywhere with a mobile data connection (3G/ EDGE/ Wi-Fi) and quickly send email receipts to the customer. Using a solution like this will allow small businesses to benefit from accepting card payments at a reduced cost and with more flexibility. Normally, a card terminal would lock a business in for a two to three year contract and cost around six hundred pounds per year. This is compared with paying less than ninety pounds with Payleven and a simple flat charge of 2.75% on all transactions – with no long-term contracts and minimum charges. Jeanette – a holistic massage therapist and Payleven customer explains the benefits of accepting card payments: “As my business days vary a lot – some days I work in salons, but I also visit clients at their homes, so taking payments was quite complicated in
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the past. Now, with Payleven it could not be easier: I just need to access the app on my phone, key in the amount, and pass the card reader to the client. The good thing about Payleven Chip and PIN device is that I do not have to remind my customers that they need to bring cash with them. I would really recommend Payleven to any therapist - it makes life much easier and really helps me to grow my business.”
increasingly expect to be able to pay by card. Furthermore, a survey of businesses that have started accepting card payments shows that on average they manage to increase sales by up to 15%, either by cross selling or upselling their products or services. Accepting cards also helps small businesses manage their cash flow. Small businesses spend an average of ten hours a month chasing invoices and visiting the bank to cash in cheques and deposit cash. Combining the lost time and unpaid invoices, not being able to accept cards would cost the average business
Give your
It holds the same stringent security standards as a traditional card terminal Last year, debit card spending was greater than cash spending in the economy for the first time, showing that consumers
ience e conven clients th by cards g in ay p of
about five thousand pounds each year. So card payments are not only convenient for your clients but they can also save you time and money. ■
A three step easy process
HOLISTIC THERAPIST 2013
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YOU & YOUR HEALTH | EDITOR PIX
Pix EDITOR
Professional Panel
This issue our professional panel test out lots of incense and a travel accupuncture mat: Here are their verdicts...
PAOLA FERNANDEZ
KAREN WATKINS
Elements Incense I tried a variety of the sticks and cones. I must say that the Citronella cones have worked as a treat in my garden to repel insects, (like Mosquitoes), that at this time of year, with our weather, start to appear in the evening! My favourite stick was the Jasmine and Fairy Dreams… It left a lovely smell around the house, and when burnt didn’t leave a dark mark on the wall, as some other brands often do, if you are a regular user like myself.
Elements Incense This is delightful quality incense, with charming fragrances that fill the entire room. The mystical range has delightful names to enhance the overall image of the product, as well as the scent, for example, Fairy Dreams and Guardian Angel. Some of the sticks smell of roses and jasmine. I’ve not burnt incense for years, but these were a lovely addition to the office.
Group Stock Merchandiser at Urban Retreat urbanretreat.co.uk
Elements Incense RRP £0.99 per pack somethingdifferentwholesale.co.uk
Spoonk Travel Acupuncture Mat RRP £12.99 physiobackup.co.uk Amazon.co.uk Visit holistictherapistmagazine.com for editorial assistant, Eleanor’s verdicts of the Editor Pix products, chosen by Jordan Martin for review. HTM have reviewed several books this issue too, so read our recommendations on page 9. Turn to page 55 for a make-up review with Vix, page 42 for a diet review with Oreke, and a spa review with Jan can be read on page 44… Contact the editor if you would like to submit your product to our professional panel for a future Editor Pix, on Jordan@holistictherapistmagazine.com
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HOLISTIC THERAPIST 2013
Spoonk Travel Acupuncture Mat The packaging and marketing that goes behind this product are fantastic. As a direct sufferer from sciatica problems, I was looking forward to using the mat. Apparently, it can also lower stress levels and create the “feel-good hormones”, endorphins, induce deeper levels of sleep, and remove stiffness and pain from your back, neck and shoulders. However, I found it to be just too painful to use! All of my family tested it to see if I was too sensitive... Even with socks or clothes on, it is just unbearable. Yes, I was more at ease... but the only reason was because I was concentrating on how I was going to survive ten minutes of torture!.
Nutritional Therapist & Founder of Mineral Check mineralcheck.com
Spoonk Travel Acupuncture Mat Standing on these vicious plastic spikes was somewhat of a leap of faith, as they are so sharp, but, whilst standing on them, I really did feel the release of endorphins. I tried lying on it - Ouch! Ouch! Ouch! This product is certainly not for the faint hearted! But, again, it does work, that is if you are prepared to go through the shock of feeling the spikes against your skin and not moving whilst on them.
SINEAD
Yoga Teacher & Businesswoman yogandha.com Elements Incense This incense is generally not overpowering and lovely classical fragrances are what you would expect. I loved ‘Guardian Angel’, as it evoked feelings of safety and comfort. The products are handcrafted in India, which you would expect, but that can mean very different things. I would have liked to know about the conditions under which they were made i.e. fair-trade. Also, for any sandalwoodbased products, I believe it is important to be transparent about the sourcing of that endangered wood… But a very nice range, with nice packaging. Spoonk Travel Acupuncture Mat Be careful where you leave this - It is quite strong to sit or stand on in bare skin, but clothed, it’s perfect. I did try lying on it for thirty minutes before bed, and while I can’t say for sure that I slept better, I could feel the muscle release. I love it - the concept, design and effect, and I’m sitting on it as I write. I am considering including it as part of my precious ten-kilograms hand luggage on my next trip. I do use it occasionally with my yoga practice, e.g. putting under my belly for cobra. Mainly, I use it to relieve discomfort in my lower back - I put it under my sacrum and lie on the floor. I would recommend it to anyone to give it a try.
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